SuperBrugsen

Gækkebrevet

Challenge

Easter is an important time for Danish supermarkets. It’s when Danes do their biggest grocery shopping, and supermarkets all over Denmark compete for their attention.

Solution

Luckily, Easter is not only a time for shopping, but also when Danes send Gækkebreve to each other. We decided to do a little prank and sent out 352,000 Gækkebreve to SuperBrugsen’s members and carefully chosen celebrities and influencers.

Even our very own prime minister had trouble guessing the sender. So as tradition states, he owed us an easter egg.

Results

The campaign instantly created a buzz on social media, in the radio and in several Danish newspapers. A lot of influencers reached out to the public to guess the sender, including our very own prime minister. And since he couldn’t solve our riddle, he (as the tradition states) had to give an Easter egg to one of the youth employees from SuperBrugsen.

With the campaign we managed to give out 160 000 Easter eggs. Meaning over 45% of the people who received our gækkebrev read a clue, solved a riddle and went down to a SuperBrugsen to claim their prize. This resulted in an increased traffic of 67% in all of Superbrugsen 230 super markets and the sales figures went up by 22 % . All in all, the campaign got a ROI on 2,8. It’s not everyday you manage to prank a prime minister and reach results like that with one handwritten letter.